The world of brand messaging and public relations is evolving at a rapid pace in response to new technologies and societal shifts. In order to thrive, companies need to react to these trends and adjust accordingly. Our guest today is Molly Gaines, the Strategic Communications and Engagement Director at the Kindship Group, with a background in journalism and a love for storytelling! With Molly's help, we tackle the central importance of authentic, relevant, and clear brand communications, and how Kindship helps purpose-driven brands survive and scale in today's climate. We also look at Molly's personal story, the huge impact of social media on society, and we hear some thoughts on the future of this line of work. Listeners can expect to come away with some great insight into the current brand environment, what might lie ahead, as well as the evergreen importance of clear lines of communication with potential customers. Tune in to discover it all!Key Points From This Episode:The role of companies as trustworthy sources; the evolution of the information age.What Kindship does and Molly's history in the world of branding and organic food. Molly unpacks her framework and how it can be applied to any brand!The relationship between authentic communication and brand loyalty.Molly's journalism studies and the passion she had for telling stories from a young age.The power of great writing: how journalism skills have served Molly.The lessons that Molly took forward from her time working in bigger companies. Examples of what public relations work entails: stimulating the right kind of engagement with an audience.Reflections on the rise of social media and the positive and negative results of this. Molly's role at the Kindship Group and the central work of strategic messaging.Tips from Molly for brands to refine their communications and clarify their mission.The future of communications according to Molly: more direct messaging and creating multi-dimensional experiences. The dangers of echo chambers and balancing this with the need for customized information.Tweetables:“A lot of my work focuses on writing, and messaging, and telling stories. That's really been my passion since high school, if not before.” — Molly Gaines [0:03:20]“Writing is the foundation of so of what we do and how people interpret what we do.” — Molly Gaines [0:08:43]"I think it's really important for us when people talk to know what they are talking about and not just be trying to convince people and influence on things that they really have the background to be doing that.” — Molly Gaines [0:30:04]“Public relations should be relating to stakeholders in a way that is authentic and truthful.” — Molly Gaines [0:31:03]Links Mentioned in Today’s Episode:Modern Species Molly GainesKindshipEpisode 1 with Sandra Ann HarrisHaberman Gage Mitchell on LinkedInEvolve CPGEvolve CPG CommunityEvolve CPG on YouTubeEvolve CPG email